Journal of Advertising articles from December 2003

Journal of Advertising archives from December 2003

From the editor.(Editorial)
December 22, 2003... In my short tenure as Editor of the Journal of Advertising, I have noticed that certain issues arise as papers proceed through the review process. In this vein, I think it is appropriate to comment on my views of empirical research methods and...

Ad schema incongruity as elicitor of ethnic self-awareness and differential advertising response.
December 22, 2003... The practice of target marketing involves segmenting a market into distinct groups of buyers, selecting an attractive segment, and positioning the firm and its product in accordance with the needs of the desired segment (Kotler 1999). By...

On the prevalence and impact of vague quantifiers in the advertising of cause-related marketing (CRM).
December 22, 2003... Cause-related marketing (CRM) is a technique whereby the contribution of an advertiser to a cause is "linked to customers' engaging in revenue-producing transactions with the firm" (Varadarajan and Menon 1988, p. 60). This growing form of...

Compounding consumer interest: effects of advertising campaign publicity on the ability to recall subsequent advertisements.
December 22, 2003... It is not uncommon that an advertising campaign in and of itself becomes sufficiently remarkable to attract media coverage. Major metropolitan daily newspapers feature regular columns on advertising. The New York Times publishes about 700...

A content analysis of direct-to-consumer (DTC) prescription drug web sites.
December 22, 2003... While direct-to-consumer (DTC) prescription drug advertising in the United States continues to grow exponentially, all stakeholders continue to either question its value or fight for its continued existence. Legislators, drug manufacturers,...

Conclusion explicitness in advertising: the moderating role of need for cognition (NFC) and argument quality (AQ) on persuasion.
December 22, 2003... One of the ultimate aims of advertising is to persuade consumers to buy certain brands over others. To achieve this goal, many advertisers utilize advertisements with a clear conclusion (e.g., Beardi 2001; Halliday 2001). For obvious...

The effects of sponsor relevance on consumer reactions to internet sponsorships.
December 22, 2003... Sponsorship has been acknowledged as one of the newest and most popular forms of Internet advertising. Internet sponsorships generated $1.87 billion in 2001, accounting for one-third of all Internet advertising revenue for that year (Internet...

Consumer response to sex role portrayals in advertisements: effects of incongruity and prejudices on emotions and attitudes.
December 22, 2003... Congruity theory (Osgood and Tannenbaum 1955) has been successfully applied in social psychology for explaining attitude formation. According to the underlying principle of cognitive consistency, people value harmony among their thoughts,...

Consumer perception of corporate donations: effects of company reputation for social responsibility and type of donation.
December 22, 2003... When an individual consumer makes a donation to a charity, the exchange equation is relatively simple: The consumer donates money, possessions, or his or her labor, and receives gratitude (perhaps implied) from the charity as well as a...